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研究生:何應立
研究生(外文):Ho, YingLi
論文名稱:從連結觀點探討Web2.0和4C策略對顧客關係績效之影響
論文名稱(外文):The Impact of Alignment between 4C Strategy and Web2.0 Application on Customer Relationship Performance
指導教授:洪為璽洪為璽引用關係
指導教授(外文):Hung, WeiHsi
口試委員:施東河蔡志豐
口試委員(外文):Shih, DongHerTsai, ChihFong
口試日期:2012-07-24
學位類別:碩士
校院名稱:國立中正大學
系所名稱:資訊管理學系暨研究所
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:143
中文關鍵詞:4C策略Web2.0企業2.0連結顧客關係管理
外文關鍵詞:4C StrategyWeb2.0Enterprise 2.0AlignmentCustomer Relationship Management
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近年來,由於寬頻的普及率日益增加,以及行動設備的快速成長等因素驅動之下,使網路朝向Web2.0的時代邁進,全球資訊網進入了一個社會化的境界,網路已經和每個人的生活融合在一起,許多企業看到這樣的趨勢,開始將Web2.0導入至企業的流程之中,並發展出更多不同的方式來接近客戶,Web2.0不僅改善了企業內部和外部溝通的效率,並且可以降低企業的溝通成本。在過去有許多文獻提到企業策略與資訊科技之連結對於組織績效會有顯著且正向的影響,因此,若企業策略與Web2.0科技應用能夠有效地進行連結且連結良好時,將能夠明顯的提升組織的績效,提高組織的競爭優勢。回顧過去的文獻中發現,許多文獻皆在探討企業策略與資訊科技之連結,並未針對企業策略與Web2.0科技應用進行驗證,且在過去文獻中,大多在探討組織整體的績效,較少探討連結對組織部份績效之影響。因此,本研究將針對4C策略與Web2.0應用對於顧客關係績效之影響進行探討與驗證,以問卷調查的方式蒐集225間有運用Web2.0技術於顧客關係管理之台灣企業資料,並透過五種連結的觀點來驗證本研究所提出之研究模型。研究結果發現,4C策略與Web2.0應用之連結對於顧客關係績效確實會有顯著且正向的影響。此外,本研究亦探討企業在不同的4C策略目標下,應搭配哪種Web2.0應用才能夠有效的提升顧客關係績效。本研究結果可供企業在了解自身策略目標後,選擇適合的Web2.0應用以提昇績效。

In recent years, because of the increased broadband penetration and rapid growth of use of mobile devices, the use of Web2.0 technologies and utilizing the World Wide Web in a social realm is seen. Such network has been integrated into everyone’s live. Many companies see this trend start using Web2.0 to support business processes, and develop different ways to get touch with customers. Web2.0 has not only improved the efficiency of internal and external communication, but also reduced communication costs for company. In the past, there are many studies mentioning alignment between corporate strategy and information technology and suggest it has impact on organizational performance, particularly a significant and positive impact. Therefore, if the corporate strategy and Web2.0 application can be effectively and perfectly aligned, the organization will be able to significantly enhance the performance and increase organizational competitive advantage.Review of the past literature, we found that many papers explored the alignment between corporate strategy and information technology, and has not verified the alignment between corporate strategy and Web 2.0 technology application. Prior literature treats the performance of the organization as a unified concept. Few explore the details of the performance of the organization. This study focuses on the alignment between 4C strategy and Web 2.0 application and its impact on customer relationship performance. Based on 255 questionnaires, this study tends to verify a proposed research model. The results found that the alignment between 4C strategy and Web 2.0 application does have a significant and positive impact on customer relationship performance. In addition, this study also presents what kind of Web2.0 application a specific 4C strategy should be matched with in order to effectively improve customer relationship performance. Results of this study allow companies to set strategic goals, and can be a reference basis for the choice of Web2.0 applications.

第一章、緒論
第一節、研究背景與動機
第二節、研究目的與研究問題
第三節、研究流程與論文架構
第四節、預期研究貢獻
第二章、文獻回顧
第一節、顧客關係管理
2.1.1 CRM定義
2.1.2 CRM2.0
2.1.3顧客價值
2.1.4 CRM策略
2.1.5 4C策略
第二節、Web2.0
2.2.1 Web2.0定義
2.2.2 Web2.0科技
2.2.3 Web2.0應用
第三節、連結 (Alignment)
2.3.1連結之定義
2.3.2資訊科技和連結之相關研究
第四節、顧客關係績效
第三章、研究方法
第一節、研究架構
第二節、研究假設
3.2.1 Web2.0和4C策略配適對顧客關係管理績效所產生的影響
3.2.2各構面間的配適
第三節、變數之操作型定義與衡量
3.3.1 4C策略
3.3.2 Web2.0應用
3.3.3顧客關係績效
第四節、研究方法
第五節、研究設計與研究對象
3.5.1問卷設計
3.5.2研究對象
第六節、資料分析
3.6.1基本敘述統計
3.6.2配對連結模型分析方法
3.6.3信度與效度分析
第四章、資料分析與討論
第一節、樣本資料特徵與分析
4.1.1問卷回收情況
4.1.2樣本資料之敘述統計
第二節、信效度分析
4.2.1信度分析
4.2.2效度分析
第三節、基本假設檢定
4.3.1常態性檢定
4.3.2變異數齊一性檢定
4.3.3誤差項獨立性檢定
4.3.4複共線性檢定
第四節、分析結果與討論
4.4.1調節變項模型驗證法
4.4.2中介變項模型驗證法
4.4.3配合模型驗證法
4.4.4構型離差模型驗證法
4.4.5共變異模型驗證法
第五章、結果討論
第一節、研究結果與討論
5.1.1 4C策略與Web2.0應用對顧客關係績效有顯著影響
5.1.2從五種驗證方法4C策略與Web2.0應用連結之關係
5.1.3 4C策略與Web2.0應用該如何配適對於績效會有顯著之影響
第六章、研究結論
第一節、研究結論
第二節、研究貢獻
5.2.1學術面貢獻
5.2.2實務面貢獻
第三節、研究限制
5.3.1問卷填答對象與品質
5.3.2未針對Web2.0應用將科技做詳細之分類
5.3.3 Web2.0科技大多集中在Facebook
5.3.4僅探討顧客關係績效
第四節、未來研究
5.4.1加入其他構面探討對顧客關係績效之影響
5.4.2加入其他Web2.0科技進行探討,並針對Web2.0應用分類
5.4.3增加不同產業間之比較
5.4.4進行縱斷面之研究
參考文獻
附錄一 本研究之問卷
附錄二 問卷之參考文獻
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